Apple Fitness+ is under review as Apple prepares to restructure the service. The company plans to shift management and put more pressure on the platform to perform better.
According to Bloomberg’s Mark Gurman in his Power On newsletter, Fitness+ remains one of Apple’s weakest digital offerings. The report says the service faces high churn and low revenue despite being part of Apple’s subscription bundle for years.
Launched in 2020, Fitness+ has stayed largely the same since its debut. The pricing hasn’t changed either, still $9.99 per month or $79.99 per year. While Apple added a few updates like Strava support and removed the Apple Watch requirement, those small changes haven’t been enough to keep subscribers engaged.
New Leadership for Apple Fitness+
Apple is now reorganizing Fitness+ under its health division. The company has appointed Sumbul Desai, Apple’s Vice President of Health, to oversee the service. Her team, which also handles Apple Health, will now report directly to Eddy Cue, Apple’s Senior Vice President of Services. This shift follows the upcoming retirement of Chief Operating Officer Jeff Williams.
The change in leadership aims to revive the struggling service and encourage stronger results. Gurman noted that while Fitness+ doesn’t bring in major revenue, it has a small, loyal audience that Apple doesn’t want to alienate. The service costs little to run since all its content is produced in-house, so shutting it down would save little and invite unnecessary backlash.
Apple’s Growing Health Focus
Apple continues to expand its health and fitness ecosystem beyond Fitness+. Recent updates brought Workouts to the iPhone without needing an Apple Watch. The latest AirPods Pro 3 and Powerbeats Pro 2 now include heart rate monitoring, integrated directly with Fitness+. Apple Watch users also gained a new “Workout Buddy” feature that uses Apple Intelligence to provide personalized insights from familiar Fitness+ trainers.
Apple’s renewed focus on fitness technology suggests the company still sees value in Fitness+, even as it reworks the service’s strategy. With new management and growing links across devices, Apple may be setting the stage for a more connected and intelligent fitness experience.
